Mary B. Cassata

Mary B. Cassata, a longtime faculty member of the Department of
Communication who was a leading authority on the academic analysis
of soap operas, died Monday after a brief illness.

Cassata began her career at UB as a librarian in 1965, a post
she held until 1969 when she became assistant director of public
services in University Libraries. In 1975, she transferred to the
recently formed communication department as a visiting associate
professor.

At the time, Cassata did not watch soap operas. But she tuned in
because she was assigned to teach a mass communication course, and
she wanted to familiarize herself with the programs, which at the
time were a growing phenomenon.

Her groundbreaking 1983 co-authored book, “Life on Daytime
Television: Tuning-In American Serial Drama,” brought into
focus the social impact of the TV daytime serial. Cassata also
founded at UB Project Daytime, a long-term research project
examining the message systems and influence of daytime dramas.

She also co-wrote two commercially published books: “The
Young and the Restless: Most Memorable Moments,” in 1996, and
“The Young and the Restless, Special Silver Anniversary
Collector's Edition” in 1998.

While her research interests broadly related to the role the
media play in society, more specifically they focused on cultural
indicators relating to soap operas. For example, institutional
policy analysis, message systems analysis and cultivation
analysis.

Cassata also taught courses on the growth and development of the
media; mass communication theory; media ethics, issues and
controversies; social effects of the media, media literacy; and
cultural indicators of daytime television.

“It is a sad time for all of us who knew Mary well. She
touched so many lives at UB as a colleague, educator and
friend. She was a pioneer in the social scientific research of
daytime serial dramas, examining their content, issues and
audience,” said Vivian Williams, assistant to the chair in
academic services and director of internships in the Department of
Communication, who considered Cassata a mentor and close
friend.

Williams continued: “Her soap opera courses were
renowned. Mary’s remarkable humor, kindness and grace
was ingrained. She was a beloved friend to all of us.”

Cassata earned a bachelor’s degree from UB, a
master’s degree in library sciences from SUNY Geneseo, and a
PhD from Indiana University. She retired from UB in 2012 but
remained an associate professor emerita. She was honored last fall
for more than 50 years of service to UB.

Her family will receive friends from 2-8 p.m. Thursday at
Amigone Funeral Home, 2600 Sheridan Drive, Tonawanda. A Mass of
Christian Burial celebration will follow on Friday.